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BtoB

Return Path: For subject lines, shorter is better

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New York—E-mail subject lines of 49 or fewer characters had much higher click-through rates than those with subject lines longer than 50 characters, according to a new study by e-mail marketing company Return Path. According to Return Path, click-through rates for subject lines with 49 or fewer characters were 75% higher than for those with 50 or more, based on an analysis of all e-mail acquisition campaigns sent through Return Path’s Postmaster Direct Network over the past two years. Open rates were also better: Return Path found that subject lines with 49 or fewer characters had open rates 12.5% higher than for those with 50 or more.

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